12 Ways to Beat Panelist Paralysis

Have you ever been to a moderated panel presentation only to be let down by panelists who seem to be paralyzed?  Has that panelist ever been you?

Fear no more – we’ve created 12 tips to help you be a successful, confident and memorable panelist, rockin’ it with your very own name tent.  Look below and takeaway tips that allow you to bring value and expertise without being “sales-y,” repetitive or, quite honestly, predictable. (And if you’re the moderator, check out these great tips here and here.) Now panelist, read on:

1. Meet the moderator. Even if it’s 5 minutes before the panel, intro yourself and reiterate your expertise in a few memorable lines (you may want to mention your expertise, book, columns, etc…).  Reiterate how you hope to be of help to them and the audience today.
   1. So few people do this and it’s an easy way to get questions directed to you by the moderator (which = more opps for your messages).
   2. Can you e-mail the moderator this week, just to make an intro?
2. Be the expert: this is the place to offer insights, opinions, and comments; the audience expects your participation.
   1. Think a quotable interview as a good panelist: clear, concise, distinct, informed and intelligible (avoid jargon if at all possible).
3. Keep the audience needs foremost in your mind.  They are there to learn about X topic, focus on that when you present or answer.
   1. Ever been to a panel where the topic offered was not the topic given? What a waste.
4. Pop the opening: Know what you want your intro/opening to convey: set yourself as an expert and an approachable resource.
   1. Make eye connections with 1-3 people across the room – if you convey connection with those people, everyone in the room will feel connected.
   2. Sit up straight, sit on the edge of your chair and on your coat bottom if you can; keep an open body stance whenever possible.
   3. Keep your voice as strong at the end as it was at the beginning; do not trail off the volume.
   4. Let the audience know you look forward to their questions.
5. Kill the closing: Know your closing comments in advance – so few panelist have this down and wing it.  Remember “winging it” is for the birds.
   1. Be prepared for the closing comment and if it isn’t offered, say “Before we finish, I’d like to say…”
6. Build a simple framework to define the problem and the solution at the core of that panel: getting C-suite buy-in.
   1. Use anecdotes or analogies if you have them that people can easily relate
   2. Even better if you can convey the story through a current customer in a similar industry/size.  Let the audience hear your solution for this customer so they can visualize themselves solving it as well.
7. Enumerate: Whenever possible, tabulate or enumerate: humans remember numbered lists if they are short – no more than 3 things.
   1. One good tactic is to say something as tabulated, as in “I’ll share three key points that your executive team will want to know before they buy in to the benefit of XXX…  Those three things are:…”
   2. Or if you can use letters instead of numbers, e.g “Just remember “BAIT- benefit, automation, integration, testing.”
8. Keep your answers brief.  When you are confident and prepared this is easy.  When you don’t know your point, you’ll start to ramble which is a credibility killer (there is one on every panel, don’t be that one).  Make your point and close.
   1. It’s respectful of other panelists who may want to answer.
   2. It’s respectful of your audience b/c they can ask more questions.
   3. You can always start by saying “That’s a good question, let me offer a brief answer and if you want more details after, just let me know.”
9. Be prepared to “add, subtract or disagree with your co-panelists.”  Some easy transitions to do just that:
   1. “I’d like to add to that point…” (be sure you are adding!)
   2. “Before moving on, let me add a brief/direct point or point of consideration…”
   3. “From my experience the approach that worked best for [target audience] was…”
   4. “I’m coming at that question from another angle…” (when you disagree)
10. Avoid the “selling” game or the company’s “talking head” syndrome.  Audiences need info to make decisions – if all you give them are specs or product details they will shut you out (remember they’ve got the brochure).
    1. Phrase your products into solutions…”Let’s say you’ve got a product with 20 options and you need to XXXX quickly, one solution is to have your product that…”
11. Cue the listener, nail key transitions. How do you get to say “Company Name” 20 times without saying the name every time.  With key transitions.  Let me share a few, but have these written down on a piece of paper that you keep in front of you for the panel:
    1. “Let me start by saying…” (insert key message)
    2. “The one thing your executive team will want to know is…”
    3. “The one thing you should take away from this is…”
    4. “What’s important to remember is…” (typically this frames something into a bigger picture)
    5. “There are options available including (our product, but use its description/benefits)…”
12. Be available. Always let panelists know you are available after the panel, and you’d be happy to share your contact info with attendees who may have additional questions.
    1. Hang out after the panel… a good line is to ask an attendee if they were able to take anything useful from the panel (let’s hope they say one of your numbered items, or one of your key transition messages!)
    2. Invite people to the booth (if you has one) to continue the conversation

Fear no more panelist! You’ve now got 12 tips to help you be valuable to the audience.

Now, what might you add?